Coca-Cola Industrial Evaluation

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Table of Contents
Executive Summary........................................1
Historical Summary.......................................2
Mission Statement........................................4
Porter's Model...........................................5
S.W.O.T. Analysis........................................15
Driving Forces of the Industry...........................23
Key Success Factors......................................26
Strategic Objectives.....................................29
Strategic Recommendations................................30

Historical Summary Coca-Cola started as a fountain beverage used for medicinal purposes in 1886 selling for five cents a glass. It grew quickly, but only after a bottling system was developed did Coca-Cola have a chance to became the world-famous brand it is today. In 1894 in a candy store in Vicksburg, Mississippi, sales of Coca-Cola impressed the stores owner, Joseph A. Biedenharn. He began bottling Coca-Cola to sell, using a common glass bottle. Two attorneys from Chattanooga, Tennessee believed they could build a business around bottling Coca-Cola. Benjamin F. Thomas and Joseph B. Whitehead obtained exclusive rights to bottle Coca-Cola across most of the United States for the sum of one dollar! The two divided the country into territories and sold bottling rights. By 1909, nearly 400 Coca-Cola bottling plants were operating. Bottlers worried that Coca-Cola's straight-sided bottle was easily confused with imitators so they got together with bottle manufacturers and designed a bottle that definitely couldn't be mistaken. The Contour Bottle became one of the only packages ever granted trademark status by the U.S. Patent Office. Today, it's one of the most recognized icons in the world. By the end of the 1920s, bottle sales of Coca-Cola exceeded fountain sales. In the 1920's and 30's the company began a major push to establish bottling operations outside the U.S. Plants were opened in France,

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